[opendtv] Dauman: Measurement is Key | Multichannel

From: Craig Birkmaier <craig@xxxxxxxxxxxxx>
To: Mail List OpenDTV <opendtv@xxxxxxxxxxxxx>
Date: Tue, 9 Dec 2014 09:56:41 -0500
http://www.multichannel.com/news/news-articles/dauman-measurement-key/386125

Dauman: Measurement is Key

Viacom CEO Philippe Dauman said moving into new markets like mobile video will 
require that antiquated methods of measuring audiences will have to change with 
the times, including the ability to track viewing on different devices and 
expanding the viewing measurement windows.

Viacom, which has been under considerable ratings pressure, had previously 
announced plans to focus more on non- Nielsen dependent revenue, i.e., revenue 
streams that depend on traditional C3 advertising windows.  At the UBS Global 
Media & Communications conference in New York, the Viacom chief added some 
details to its plans to capture and monetize more young viewers.

“We view mobile as a major opportunity for us and are going to be launching new 
products on mobile over the course of the next year and new brands in that 
arena,” Dauman said at the  conference.

Dauman had said in November that the plan was to grow its non-Nielsen dependent 
revenue from 30% to 50%.

“There is no question young audiences want to watch content on all devices they 
use, particularly on mobile devices,” Dauman said at the conference. “We want 
to be there, and we also want our partners to be there too.”

But getting to that audience will mean that measurement metrics, which 
currently only track viewership for three days after a show’s original air, 
have to expand to at least a seven day (C7) window. Dauman isn’t the only 
programming executive that has called for the C7 window to become standard – 
CBS CEO Les Moonves also has been vocal on the issue.

“We’d like to put a lot more of our content available,” Dauman said. “You 
should be able to watch our streamed channels anywhere you are if you subscribe 
to cable. We’d like to see it measured.”

Dauman said that because most of its viewers are younger – its flagship 
channels include MTV, Comedy Central which cater to teens and young adults 
while its Nickelodeon kids’ network attracts tweens and adolescents – Viacom is 
more vulnerable to changes in technology.

Dauman said that currently, viewing that is done in the home on tablets, video 
game consoles and other non-TV devices isn’t measured. That is expected to 
change next year.

“There are a lot of misnomers being used about ratings versus actual 
consumption of video. "Having better measurement and monetization tools will be 
good for the video being consumed and it will unleash our ability to put more 
content out there on an authenticated basis,” Dauman said.

Viacom’s domestic advertising revenue fell 5%  in the most recent quarter, 
which Dauman said was more due to ratings issues than demand.

“We have some issues as to delivering on what we sold,” Dauman said “It’s not a 
demand problem that we see. We have a C3 ratings supply issue. As we move past 
that we expect to see improvement as the year progresses.”

Dauman also sees opportunities outside the U.S., adding that while it continues 
to expand its presence in Europe – it recently purchased U.K. broadcaster 
Channel 5 – it also is eyeing markets in Latin America, Africa and China for 
potential growth. Viacom recently launched the Paramount Channel in Latin 
America to about 16 million homes and sees Africa, with a large young 
population as a key market, especially for mobile content. In China, which has 
been a huge market for its movie studio, the TV opportunity may be a few years 
from now, Dauman said.
[opendtv] Dauman: Measurement is Key | Multichannel

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